1.
Brought to you by In association with
Keys to Creating Customer Loyalty with Effective Post
Purchase Marketing
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Access Code: 225-801-886

2.
Greg Zakowicz
Marketing Strategist
Bronto Software
Andrew Gerrard
Consultant Editor
marketingfinder.co.uk
Today’s Speakers
Keys to Creating Customer Loyalty with Effective Post Purchase Marketing
Brought to you by In association with

3.
Interact with us
Keys to Creating Customer Loyalty with Effective Post Purchase Marketing
Follow the conversation on twitter #PostPurchaseLoyalty

4.
Quick Poll
Keys to Creating Customer Loyalty with Effective Post
Purchase Marketing

5.
Greg Zakowicz, Marketing Strategist
March 18, 2015
How to Boost Loyalty with
Post Purchase Messaging
The Real Fun Starts After the Sale

6.
Today’s Customers Are…
Smart
Savvy
Disloyal
76% of retailers do not customize campaigns to
purchasers beyond the order and shipping
confirmation emails

7.
Customer Lifecycle
Story of two people
Nicole & Jane

8.
Customer Lifecycle
Jane
Visit the website
Nicole
Signs up for emails
at checkout
Browse products
Makes a purchase
Signs up for emails
on the homepage
Does not make a
purchase

9.
Customer Lifecycle
Do you differentiate
between these two people?
3 of 4 companies don’t!

10.
Post Purchase Messages
• Are lifecycle messages
• Targeted: focused on actual customers
• Sets you apart from the crowd
• Help build loyalty

11.
Post Purchase Approach
Keys to Building Your Series

12.
The Post Purchase Approach
Your goal should be to enhance
the customer experience

13.
Your Messages Should
• Be engaging
• Be helpful
• Speak to the customer’s needs
and wants

14.
The Post Purchase Approach
To enhance the customer
experience you must first be
Introspective

15.
Types of Messages
• Checkout Welcome
• Thank You bounce back
• Customer service
reinforcement
• Product care/Insider tips
• Cross sell/recommendations
• Shoppers club/loyalty card
signup
• Product rating & review
message
• Facebook review message
• Site resources
• Social intro
• Preference center
(preferences are not always
reflected in purchase)
• Offer reminder
• Gift giving messages
• Refer a friend
• Reorder reminder
• Loyalty Messages:
• Welcome to the club
• Benefits message
• Spend tier incentives

16.
Example Lifecycle
Nicole opts-in at checkout. She likely gets…
• Order confirmation
• Welcome message
• Account creation confirmation?
• Welcome series
• Shipping confirmation
• Marketing emails

17.
Example Lifecycle
How do we optimize/improve this
user experience?

18.
Transactional Messages
Customize order and shipping confirmations
• Include cross-sell/upsells in the rail or below
content
• Include email signup links
• Invite to join rewards programs

19.
Transactional Messages

20.
Post Purchase Welcome
Create a unique checkout
welcome message
• Remove the incentive, if
applicable
• Acknowledge the purchase
• Customize the CTA to
provide value, not drive a
conversion

21.
Post Purchase Thank You
Customize a “bounceback” thank you
message
• Thank the customer
• Offer an incentive if possible
• If offering an incentive, I recommend creating a
second, non-incentivized message
• Include upsells or cross-sells if possible
• Reinforce customer service
• Especially if you don’t offer an incentive

22.
Thank You Incentivized

23.
Thank You Non-Incentivized

24.
Alternate bounceback messages
First purchase Throttled over time. Qualify
again after X period of time
Subsequent purchases

25.
Post Purchase Thank You
• Start simple – don’t overload your message
• Develop the message as you go along
• Cross-sells, product recommendations
• Consider differing incentives based on previous
order value, lifetime customer value or AOV

26.
Product Review
Create a product review message
• Again, thank the customer
• Why they should provide a review
• Use your brand’s voice
• Remind the customer about their thank you offer
(if applicable)

27.
Product Review

28.
Product Review
OK

29.
Product Care Message
How about a product care message?
• Reinforce your customer service
• Show people how to care for their products
• Cross-sells – do you sell fashionable umbrellas,
wash powders, wash bags, waterproofing or
other accessories?

30.
Product Care Message
Registers a
product – creates
long-term product
knowledge
Cross-sell products
Resource center –
provides value to
the customer

31.
Re-order/Reminder Message
Re-order and/or reminder messages
• Think of where this is applicable
• Offer product bundles for re-orders
• Re-order series (like abandoned basket)
• Optimize and show cross-sells or customer
favorites
• Use order history to determine incentives?
• E.g. Incentive, or different incentive, based on
AOV or order total

32.
Re-order/Reminder Message

33.
Post Purchase Messages
Email Sent
Order Confirmation Immediately
Custom Welcome 1 – 4 Hours
Shipping Confirmation Day 3
Bounceback/Thank You Day 7
Product Care Day 10
Manage Preference/Bday Invite Day 14
Cross-Sell Email Day 18
Product Review Day 21
Coupon Reminder/Offer Day 26
Transactional
Customer
Service
Data/Content
Promotional
* Build this out even further – next purchase coupon
remail at 60 days, lapsed purchaser, surveys, etc.

34.
Types of Messages
• Checkout Welcome
• Thank You bounce back
• Customer service
reinforcement
• Product care/Insider tips
• Cross sell/recommendations
• Shoppers club/loyalty card
signup
• Product rating & review
message
• Facebook review message
• Site resources
• Social intro
• Preference center
(preferences are not always
reflected in purchase)
• Offer reminder
• Gift giving messages
• Refer a friend
• Reorder reminder
• Loyalty Messages:
• Welcome to the club
• Benefits message
• Spend tier incentives

35.
Audience Exercise
Here’s another way to determine which
messages to build
Let’s play, “Know Your Customer”

36.
Quick Poll
Keys to Creating Customer Loyalty with Effective Post
Purchase Marketing

37.
Who’s Your Customer?
She lives in London
This is Carly!
This is her average weather

38.
Who’s Your Customer?
Carly bought this dress!
Did you know…
But not

39.
Who’s Your Carly?
You know where she lives
You know what her weather is
going to be throughout the year
You know what she bought
What messages would
you craft for Carly?

40.
Who’s Your Customer?
She lives in Birmingham
This is Julie!
This is her average weather

41.
Who’s Your Customer?
Julie bought this
and this!
Did you know…
But not

42.
Quick Poll
Keys to Creating Customer Loyalty with Effective Post
Purchase Marketing

43.
Thank You Message Metrics
Clothing/lifestyle brand retailer
What: 15% off Thank You
message
When: 7 days after purchase
Lift over promo messages:
• Open Rate: +372%
• Click Rate: +123%
• Conv Rate: +662%
• RPE: +8,220%
• Message has generated 5%
of email revenue while
accounting for only 0.6% of
email sends
Household goods retailer
What: Customer Service Thank
You message
When: 7 days after purchase
Lift over promo messages:
• Open Rate: +166%
• Click Rate: +7%
• Conv Rate: +215%
• RPE: +895%
• Message accounts for 2.7%
in revenue while accounting
for only 0.3% of email sends

44.
Post Purchase Series Metrics
Personal printing retailer
What: 4 message post purchase
series
Messages: 10% Thank You,
Product Care, Product Review,
Satisfaction Survey
Lift over promo messages:
• Open Rate: +68%
• Click Rate: +65%
• Conv Rate: +20%
• RPE: +367%
• Series has generated 11.6% of
email revenue
Auto parts retailer
What: 3 message post purchase
series
Messages: CS Thank You,
Website Resources, Club
Invitation/Blog Resources
Lift over promo messages:
• Open Rate: +152%
• Conv Rate: +126%
• RPE: +489%
• Series has generated 4.6% of
email revenue while
accounting for only 0.8% of
email sends

45.
Customer Lifecycle
Key Considerations

46.
Post Purchase Considerations
• Remove all recent
purchasers from
promotional message
scheduling
• Remove these contacts
from receiving your
standard welcome series

47.
Post Purchase Considerations
• Balance your messages
• Product review, Facebook review, survey &
rate us all benefit the company
• Does your series help build the relationship?

48.
Post Purchase Considerations
• Use your brand’s voice
• Use data where applicable
• Upsell, cross-sell, prod recommendations
(including in transactional messages), using
AOV or purchase total for determining
incentives, etc.

49.
Leveraging Data for Loyalty
Simple Loyalty “Program” Opportunities

50.
Loyalty Marketing
• Loyalty programs area great way to show
value and keep customers coming back for
more
• These can be simplistic or advanced, based
on your capabilities. Work within your means
and build from there.

51.
Loyalty Marketing
Basic type of loyalty program:
• Spend between $300-$499, get X
• Spend between $500-$999, get X+1
• Spend over $1000, get lifetime X
• Info needed: Lifetime spend
• You can automate messages when contacts gets
close to their threshold in order to push them over

52.
Loyalty Marketing

53.
In Review

54.
Post Purchase Breakdown
A few key points:
• Prevent new contacts from receiving a
welcome series
• Remove an incentive from your welcome
message for newly opted-in contacts
• Exclude contacts from receiving standard
promotional messages
• Include a purchase check prior to sending
welcome series messages

55.
Post Purchase Breakdown
Elements of a great post-purchase series:
• Utilizes order data
• Drives revenue
• Increases visits to your site
• Helps you ‘stand out from the pack’
• Increases your brand awareness
• Continues engagement with the consumer

56.
Post Purchase Breakdown
Resolve to know your customer better
Be engaging, helpful, and speak to the
customers’ needs and wants
Think of these emails as a customer service
vehicle
Enhance your customer’s experience

57.
Thank you!

58.
Greg Zakowicz
Marketing Strategist
Greg.Zakowicz@Bronto.com
@WhatsGregDoing
Blogs.Bronto.com/Commerc
e-Marketing

59.
Your Questions
Keys to Creating Customer Loyalty with Effective Post Purchase Marketing
Brought to you by In association with
Greg Zakowicz
Marketing Strategist
Bronto Software
Andrew Gerrard
Consultant Editor
marketingfinder.co.uk